1. Campaign Proposal 2012

2. Raise Awareness of JDRF and increase participation therefore generating an increase in donations for research. • Draw in more registrations from outside of the eastern part of the state • $300,000 statewide Goals

3. -Increase amount of walkers from the western part of the state to participate. • -Increase donations to $60,000 more than last year Objectives

4. * Groups sharing a common interest in an organizating • Individuals diagnosed with Juvenile Diabetes • Family & friends of those diagnosed • Professionals working to treat Juvenile Diabetes (doctors, nurses, researchers, etc…) Public

5. * Certain characteristics to help an organization reach goals • Our market includes ALL: • Genders • Ages • Levels of income • Levels of education Market

6. Encourage people do donate through: • Use varying forms of media to educate publics • Advertise and hold events aside from the walk • Increase marketing to central and western South Dakota Our Plan to Do it

7. Communication Tactics

8. Interpersonal communication • Organizational media • News media • Advertising & promotional media Implement:

9. Television • Magazines • Radio • Sanford • Billboards • Lewis Pharmacy • Sioux Falls Organizations • Sioux Falls Women, Moms Like Me, etc. Donations are Key

10. Free Advertising: • Facebook • YouTube • Phone • E-mail Social Media

11. Nonprofit Organization • 80% goal amount is attained yearly • Research to find a cure • Fiscal Year • July 1st – June 30 • Promotion begins in the fall • Majority December – January Financial Plan

12. Proposed Timeline

13. Based on a 12-13 month scheme • Beginning in February • Ending the following February • Most emphasis on months • November – January/ Early February Proposed Timeline

14. February of 2011 • Receiving final data/ statistics about previous walk • Setting up dates for the 2012 JDRF Mall Walk • Setting goals and objectives for 2012 • Financial • Media partners • Begin search for major sponsors Proposed Timeline

15. March – May • Finalize date with Empire Mall • Finalize major sponsor selection • Determine levels of sponsorship • June – September • Send out letters of sponsorship/awareness • Begin announcing on Facebook, Twitter, JDRF website, newsletters • Develop flyers Proposed Schedule

16. October • Open website for online registration • Place first press release to media • Send registration reminders by Email, Text, Post mail • Post flyers for registration • November • Stress momentum for the walk • Send representatives to businesses and organizations to speak • Begin day of walk information brochure Proposed Schedule

17. December • Radio interviews/ television spots • Prepare and order signage for day of walk • Issue second press release • Contact sponsors to determine any final requests Proposed Schedule

18. January • Finalize number of preregistered participants • Day of JDRF Walk • Final registration of participants • Post signage of sponsors • Ensure designated photographer is prepared • After Walk • Review and Evaluate Proposed Schedule

19. Post Walk • Review and Evaluate • Send letters of appreciation • Send press release of the walks success • Radio • Television • Newpaper/magazines • Place ads of gratitude to all who contributed Proposed Schedule

20. Implementation reports: documents how the program tactics were carried out. Includes a schedule of progress to date toward implementing each tactic and identify and potential gaps, or delays that could hurt plan. • Progress reports: (For midcourse correction) • Final Reports/ Summative Reports: Review the whole of the program, the final gauge of how well the organization preformed. When to Evaluate

21. After only Study: Implement a tactic, measure its impact. • Before and After studies: observing before any PR program is implemented, the initial observation provides a benchmark to compare studies that will be conducted later. (Measure support before the message) • Quantitative research surveys/ content analysis / cost-effectiveness studies/ readership studies/ head counts/ tracking feedback • Qualitative research interviews/focus groups/case studies Studies:

22. By what criteria should the program be judged? • What Information is needed to make the assessment? • What standards and reliability are needed for the assessment? Evaluation Plan

23. Enhance Message Reach • central and western SD • Get a donation for JDRF Mall Walk bracelets • Located at hospitals, pharmacies • Twitter • Bulk SMS marketing text messages Recommendations

24. Executive Summary

25. Proposal for actions during 12 month period prior to event • Walk date: January 28, 2012 • Fundraising Goal: $300,000 • Theme: “Wild for a Cure” • Location: Empire Mall, Sioux Falls, SD Annual JDRF Walk

26. Identify Publics and Market • Generate advertising campaign • Hold event • Evaluate success Actions